Consumers Prioritize Quality Over Brand Politics

Article Summary

A new report from the Kearney Consumer Institute reveals that U.S. consumers prioritize product quality, fair pricing, and reliability over a brand’s political or ethical values. While 39% of consumers reported boycotting a brand in the past year, 79% stated that delivering on quality expectations is more important than a brand publicly voicing its values.

Despite this, 68% of respondents believe brands should express their values, and 51% have stopped purchasing from companies that do not align with their beliefs. The study highlights an “intention gap”—while consumers claim values matter, their purchasing behavior often favors affordability and convenience.

Shopping based on values is perceived as costly and inconvenient, with 80% of consumers acknowledging that values-driven purchases tend to be more expensive, and 71% stating they are less convenient. Additionally, 65% of respondents admitted they lack the time to research brands that align with their values.

The report suggests that brands should focus on authenticity, ensuring their internal practices align with their public messaging to maintain consumer trust.

Full article here

Local Business Types for Broadcasters to Consider Contacting

Independent Clothing Boutiques – These businesses can highlight their commitment to quality craftsmanship and affordability, appealing to consumers who prioritize product reliability over brand politics.
Home Décor & Furniture Stores – With consumers focusing on value and reliability, these businesses can showcase their commitment to durable products and fair pricing through broadcast advertising.
Local Grocery Stores – Emphasizing affordability and convenience, grocers can leverage broadcast advertising to showcase competitive pricing and high-quality products.

Three Creative Campaign Ideas for Broadcasters to Consider

Radio Station Commercial Idea: “Quality First, Always” – A storytelling campaign featuring real customer testimonials about choosing quality over brand messaging, reinforcing trust in local businesses.
TV Station Commercial Idea: “The Value You Deserve” – A visually engaging ad comparing two shopping experiences—one focused on brand politics and another on affordability and reliability—highlighting the smarter choice.
Digital Advertising Campaign Idea: “Shop Smart, Not Loud” – A social media-driven campaign encouraging consumers to share their best value-driven purchases, fostering engagement through user-generated content and interactive polls.